TestShop Concept Designed to Aid Specialty Stores

NEW YORK — Ken Giddon has long been an advocate for specialty store retailers and he’s about to toss his compatriots a potential lifeline. The president of the venerable Rothmans men’s store is partnering with trade show veteran Mike Sampson, who spent 12 years with MAGIC and Project owner UBM Fashion, on a concept designed to help retailers make money on their most valuable asset: the space in their stores. Called TestShop, the concept is a blend between a pop-up and a concession model. The way it works is that a vendor will pay a specialty store to have access to a dedicated space where they can create their own distinct brand presence. What they get in return is access to the retailer’s customer base as well as experiences and activations that Sampson will oversee during the course of their run. Brands will commit to taking the space for 45 days to two months. The price they pay is determined by the size of the space and the market in which the store is located. So a 500-square-foot space at Rothmans’ flagship in the Union Square neighborhood will cost more than a 200-square-foot space in suburban Iowa. Prices will start at around $7,500 and go

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